Accommodation Management

Question: Discuss about theAccommodation Management. Answer: Introduction The multi-national hotel and hospitality organisation that has been chosen to prepare this paper is Hilton Worldwide which was originally founded by Conrad Hilton. The brands and properties are managed, owned or franchised by Hilton Worldwide which has over 570 locations across the globe. The two brands chosen for preparing this paper are DoubleTree and Hilton Garden Inn. DoubleTree by Hilton was founded in the year 1969 headquartered in US that aims to provide lower cost options while improving properties at 442 locations (Doubletree3.hilton.com 2016). Hilton Garden Inn is a 5-star hotel brand by Hilton which provides high-end amenities, social spaces and great value. The hotel is widespread in 30 countries across 686 locations (Hiltongardeninn3.hilton.com 2016). Guest Perception Differences in Luxury DoubleTree is a resort providing personalised service to its guests. They provide stylish rooms, sea-views and town-views rooms, high speed internet, mini-bar, concierge desk and much more at cheap rates (Doubletree3.hilton.com 2016). Hilton Garden Inn provides the best services to its guests and redefines the concept of mid-priced hotel segment with its quality of services. The hotel provides first-class accommodation and luxurious services at an affordable price. There are categories of luxurious services for business, family, individual, fitness and accessibility needs such as lounge, meeting room, gift shop, laundry and valet services, pool and other recreation convenience. The categorization and focus on individuals as well as families are well-perceived by the guests. The guests perception of luxury changes constantly and the hotels need to meet their sense of luxury (Morris and Kazi 2014). Differences in Theatre of Hospitality Hilton Garden Inn offers a unique blend of hospitality, culture and history to its customers. The amenities are provided for both productivity and comfort. DoubleTree has convenient location and a wide variety of choices for both business-class and comfort seeking people. Both Hilton Garden Inn and DoubleTree provide breakfast, exercising centres and other hospitality services (del Mar Alonso?Almeida et al. 2013). Differences in Moment of Truth According to Yadav and Dabhade (2013), in the service sector, Moment of Truth is the impression created when an employee interacts with the guest. DoubleTree by Hilton has a CARE culture which inspires the team members for delivering special comfort and act of kindness that adds to the hospitality experience. The CARE values provided by DoubleTree are attentiveness, caring, thoughtful, flexible, honest, real and cheerful. These factors are tied to the objective measurement of guest satisfaction linked with the moment of truth (News.doubletree.com 2016). Hilton Garden Inn makes a satisfaction promise where the employees are committed to satisfy every visitor or the visitors do not pay (Hiltongardeninn3.hilton.com 2016). The CARE culture by DoubleTree has a positive impact on guests as they are delighted to experience care and affection (News.doubletree.com 2016). However, it is different from Hilton Garden Inn which gives the customer a right to complain and not pay as the services mi ght not be up to the mark (Hiltongardeninn3.hilton.com 2016). Analysis Target Market Needs, Wants and Demands The target market of Hilton Garden Inn is the business class people who have a higher level income and generally stay for a day or two at the hotel. DoubleTree targets the customers who have middle level income and plan for staying for a longer duration. Every customer has certain specifications or requirements that he expects at is stay in a hotel. When staying in a three-star hotel, the customers expect to have access to the hotel 24-hours. DoubleTree by Hilton is a three-star hotel where the customer expects room service and Wi-Fi facilities. The customers also expect that there would be en-suite bathrooms and internal telephone system so that the guests can speak at the reception. When staying in a five-star hotel, the customers expect highly proficient service staffs and customer care. Hilton Garden Inn is a five-star hotel where the customers or guests expect cleanliness, hospitality, maintenance and delivery of services of a very high standard. The hotel also offers exceptiona l spa and fitness facilities, valet parking, concierge services, butler services, 24-hour reception, full afternoon tea and room service. The room is also comprised of three separate rooms- a bedroom, bathroom and lounge (Amay 2015). Differences in Front Office Organisational Structure The front-office at hotel refers to the reception area which involves reservation, sales and marketing, concierge and housekeeping. DoubleTree keeps in check the scores of guest satisfaction and aim to highly satisfy the customers. They ensure full supply of gift shops or front office supplies (Doubletree3.hilton.com 2016). Hilton Garden Inn creates an environment where the people would be eager to stay at the hotel. The staffs enable smooth experience and ensure fluid communications. The staffs ensure following front office standard operating policies and procedures. The special requests are considered wherever possible. The front office associates adhere pre-registration or blocking of rooms based on reservations. Both the hotels monitor the occupancy of guest room most efficiently and they minimize overbooking (Hiltongardeninn3.hilton.com 2016). Technological and Environmental Impact on Service Standards Hilton Garden Inn offers various technological amenities such as business centre and complimentary Wi-Fi. Both wired and wireless internet is available for the guests with latest technological features. Television, microwave and refrigerator are available as other amenities. DoubleTree provides mobile applications that make booking easier at the hotels. The guests can also earn points when they book a room at DoubleTree. Uber also has a partnership with the Hilton Group which notifies the guests about the nearby places, restaurants or nightlife (Kokalitcheva 2015). DoubleTree is in the process of planting 480 trees to meet the environmental standard. The culture of CARE focuses on partnering with kids and volunteering for 1,000 global community projects (Doubletree3.hilton.com, 2016). Hilton Garden Inn makes its moves towards environmental sustainability through traditional construction, energy efficiency and other sustainable measures (Partnersinprojectgreen.com 2015). Revenue and Yield Management Concepts of Revenue and Yield Management Yield management is a variable pricing strategy which is based on anticipation and understanding influencing consumer behaviour for maximizing profits and revenue. Hotels use this concept for calculating rooms, rates and sales restriction so that they can maximize return. Revenue management is defined as the application of disciplined analytics predicting consumer behaviour which optimizes product availability and minimizing revenue growth. Revenue management is seen as a development of yield management, in some ways that is considered more strategic and looks at the bigger picture, considering the fuller implications from a strategic perspective, so has a broader focus. Hilton Worldwide's Revenue Management Consolidated Center (RMCC) helps in creating superior market share in the whole Hilton group. This technology helps them in setting price and inventory strategies (Hiltonworldwide.com 2016). Pricing Recommendations and Structure Pricing plays a crucial role in a hotel accommodation business. In a conference of 100 rooms booked for 3 nights at Hilton Garden Inn which is more luxurious than DoubleTree, premium price strategy may be applied. Based on the services and amenities, it is evident that there are various business arrangements available in the hotel. Premium pricing strategy shall show the uniqueness and services that shall add to substantial advantage. For a business meeting, premium quality of services and perception is necessary as it would depict the standard of organisation. However, booking hotel for the purpose of a school holiday, economical pricing may be offered as the children in school. DoubleTree by Hilton may be chosen as they offer personalised attention and services. Penetration pricing shall be useful in generating sales as the schools would choose the same hotel on their next visit. With the discount rates and promotions, their shall be greater advantage in customized products and services. Conclusion The multi-national hotel and hospitality organisation that has been chosen to prepare this paper is Hilton Worldwide. The two brands chosen for preparing this paper are DoubleTree and Hilton Garden Inn. Hilton Garden Inn is a 5-star hotel brand that provides high-end amenities, social spaces and great value. There are categories of luxurious services for business, family, individual, fitness and accessibility needs such as lounge, meeting room, gift shop, laundry and valet services, pool and other recreation convenience. The CARE culture by DoubleTree has a positive impact on guests as they are delighted to experience care and affection. When staying in a five-star hotel, the customers expect highly proficient service staffs and customer care. Pricing plays a crucial role in a hotel accommodation business. Hilton Garden Inn makes its moves towards environmental sustainability through traditional construction, energy efficiency and other sustainable measures. Both the hotels monitor t he occupancy of guest room most efficiently and they minimize overbooking. References Amay, K., 2015.What really makes a five-star hotel?. [online] Mail Online. Available at: https://www.dailymail.co.uk/travel/travel_news/article-3007667/What-REALLY-makes-hotel-five-star-hotel.html [Accessed 3 Dec. 2016]. del Mar Alonso?Almeida, M., Marimon, F. and Bernardo, M., 2013. Diffusion of quality standards in the hospitality sector.International Journal of Operations Production Management, 33(5), pp.504-527. Doubletree3.hilton.com, 2016.DoubleTree by Hilton - Find Hotel Rooms. [online] Doubletree3.hilton.com. Available at: https://doubletree3.hilton.com/en/index.html [Accessed 3 Dec. 2016]. Doubletree3.hilton.com, 2016.DoubleTree by Hilton Green Certified Hotels. [online] Doubletree3.hilton.com. Available at: https://doubletree3.hilton.com/en/about/greenhotels.html [Accessed 3 Dec. 2016]. Doubletree3.hilton.com, 2016.Hotels Portland, OR - DoubleTree Portland Amenities. [online] Doubletree3.hilton.com. Available at: https://doubletree3.hilton.com/en/hotels/oregon/doubletree-by-hilton-hotel-portland-RLLC-DT/about/amenities.html [Accessed 3 Dec. 2016]. Hiltongardeninn3.hilton.com, 2016.About Hilton Garden Inn Hotels. [online] Hiltongardeninn3.hilton.com. Available at: https://hiltongardeninn3.hilton.com/en/about/index.html [Accessed 3 Dec. 2016]. Hiltonworldwide.com, 2016.Hilton Garden Inn Hotels | Hotel Brand Portfolio | Hilton Worldwide. [online] Hiltonworldwide.com. Available at: https://hiltonworldwide.com/portfolio/hilton-garden-inn/ [Accessed 3 Dec. 2016]. Hiltonworldwide.com, 2016.Revenue Management | Hospitality | Hilton Worldwide. [online] Hiltonworldwide.com. Available at: https://hiltonworldwide.com/development/performance-advantage/revenue-management/ [Accessed 3 Dec. 2016]. Kokalitcheva, K., 2015.Staying at a Hilton hotel? Uber will help you find the top restaurants and bars nearby. [online] Fortune. Available at: https://fortune.com/2015/09/01/uber-hilton-rides-guides/ [Accessed 3 Dec. 2016]. Morris, S. and Kazi, S., 2014. Emerging trends regarding accessible accommodation in Dubai luxury hotels.Worldwide Hospitality and Tourism Themes, 6(4), pp.317-327. News.doubletree.com, 2016.DoubleTree by Hilton's Simple Service Philosophy: Our CARE Culture | DoubleTree Global Media Center. [online] News.doubletree.com. Available at: https://news.doubletree.com/index.cfm/page/1005 [Accessed 3 Dec. 2016]. Partnersinprojectgreen.com, 2015.Hilton Garden Inn Toronto Airport. [online] p.2. Available at: https://www.partnersinprojectgreen.com/wp-content/uploads/2015/04/Hilton_Toronto_Airport_LEED_Buildings.pdf [Accessed 3 Dec. 2016]. Yadav, R. and Dabhade, N., 2013. Service Marketing Triangle and GAP Model in Hospital Industry.International Letters of Social and Humanistic Sciences, 8, pp.77-85.